Legion of Good Will Search Marketing Plan

Prisciane Tramontini | Panos Anadiotis | Ye Li | Jyun-fang Cheng | Linjie Li

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Nonprofit Organization ✪ 1950 in Rio de Janeiro, Brazil

27 years in US

#7 countries

130 cities

10.5 million services/year

30K+ volunteers

Ecumenical Education as cornerstone

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social assistance

Citizenship through

education

Ecumenical Pedagogy (minds + hearts)

poverty eradiation

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§  Good Will Students for Peace §  Project Timeline §  Blue Heart Ambassadors

§  Discovering America §  PROGREDIR §  Cooking Well

Services

Education and

Culture

Health Services

Humanitarian International

UN

§  Cancer prevention program

§  Charity Round §  Christmas Food Baskets §  S.O.S. Calamities

§  A+ Child §  LGW’s

Permanent Christmas

§  Voice of Latin America for UN

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Strengths §  Long history of successes. §  Strong reputation in South

America. §  Authoritative presence in UN. §  Unique educational pedagogy. §  Support from LGW in Brazil to

create content.

Weaknesses

§  Limited penetration within ethnicities.

§  Wordy content. §  Low brand awareness. §  Low volume of visits, low

engagement and over average bounce rate.

§  Limited presence on social networks.

Opportunities

§  Implementation of Raiser’s Edge CRM solution.

§  Higher visibility through SEO strategies.

§  Responsiveness of Hispanic population.

§  Millennials responsiveness (causes + digital platforms).

§  Tax-deductible donations.

Threats

§  Fluency in English by Hispanic population.

§  Gap between desire to help and real behavior.

§  High competition and scattered market.

SWOT

§  Competitors

Brazilian +

Hispanics

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SEO

Website Structure

Home page

About us Our work

In the U.S. International

At the UN Get involved

Volunteer Donate

Contact us

SEO Keyword Research Page   Current URL   Recommended

Keywords   Search Volume   Current Ranking  

Presentation  http://

www.legionofgoodwill.com/lbv-usa/presentation  

Charity Organizations   5,400   not in top 50  

Charities For Children   2,900   not in top 50  

Donate  

https://secure2.convio.net/logw/site/Donation2?

idb=1322681413&1400.donation=form1&df_id=1400&i

db=0  

Donate Now   1,600   not in top 50  

Charity Donation   720   not in top 50  

LBV at UN  

http://www.legionofgoodwill.org/

lbv-usa/lbv%E2%80%99s-work  

United Nations Organization   480   not in top 50  

United Nations Program   3,600   not in top 50  

Volunteer  http://

www.legionofgoodwill.org/content/volunteer  

Volunteer Opportunity   390   not in top 50  

Volunteer Application   720   not in top 50  

Education  

http://www.legionofgoodwill.org/news/lbv-usa/146-peace-

and-good-will-garden  

Anti Violence Project   590   not in top 50  

Children and Violence   140   not in top 50  

Health  

http://www.legionofgoodwill.org/

news/lbv-usa/149-save-women  

Prevent cancer   1,300   not in top 50  

Free Cancer Screening   480   not in top 50  

TITLE

URL DESCRIPTION

UX

HEADINGS

ALT-TEXT

EXAMPLE:

Backlink Social Media Off-Page Audit

Page   Internal  Link   External  Link   Anchor  Text  

Presenta)on   25   0   Presenta)on  

Donate   25   0   N/A  

LBV  at  UN   61   0  Consulta)ve  Status  at  the  

United  Na)ons  

Volunteer   61   0  volunteer  and  or  travel  

abroad  

Educa)on   61   0    good  will  students  for  

peace  

Health   61   0  cancer  preven)on  for  women  and  men  

√：Active posting | High engagement ×：Lack of company description | No integrated with other media

×： Lack of Content Low Engagement Lack of Company Description Not Integrated with Other Social Media

Diversified Internal Links

Press Release

Blog Post Related Website

Social Media

Suggestion

Content Strategy

Event

Planning

Egobait

Data Visualization

E-book & Guest Post

Blog Contest

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

? �Pers

on

as

Luz

Demographics: §  40 years old §  Hispanic foreign

born §  Divorced with 2

children

Key Traits: §  Optimistic, but has a perspective of life

that embodies sufferings. §  Overvalues friends and family's referrals. §  She wants her children to become great

citizens. §  Her happiness is tied to her children

achievements.

§  Bilingual §  High school education §  Grocery store owner §  Catholic

Digital Behavior: She communicates via mobile in a more traditional way. She uses the web to read news from country of origin and check friends and family on Facebook.

Story: Luz came to US by herself at first. Her main motivation was to give her children a better future. She used her savings to open a small Grocery Store and, after some success, she brought her children to live with her. She is always looking for information that can guide her towards her children education.

Luis

Demographics: §  45 years old §  Hispanic foreign

born §  Married with

children

Key Traits: §  Devoted to his church community. §  Volunteers and donates to projects that

benefit people closer to him. §  Values education. §  God's provides to who work hard. §  Helping others is an obligation. §  NOG must show results.

§  Bilingual §  Graduate college education §  Construction Company §  Catholic

Digital Behavior: He uses internet on a daily basis (laptop and smartphone). He has profiles in social networks, but has little time to interact. However, he always shares relevant content related to his beliefs.

Story: Luis immigrated to US when he was a kid. His parents supported his education. He apprehended the American business driven culture and started his own company right after graduating college. He could count on his community when he began to work.

Carlos

Key Traits: §  Active in his church community and

involved in youth projects. §  Appreciates his parent's country of

origin, but straddle two worlds. §  Family members and friends surround

his life. §  Values education, hard work and

career success.

Digital Behavior: He owns smartphone, goes online from a mobile device and heavily uses social networking site. He communicates with friends constantly via text message.

Story: Carlos parent's came to NJ during the first immigration round in US. They've been working hard to enhance their financial life and provide Carlos with education. He mingles with different tribes. He feels that he needs to give back to society.

Demographics: §  24 years old §  Hispanic

background §  Native born §  Single, no children

§  Bilingual §  Some college education §  Motion picture designer §  Christian

Ana

Demographics: §  35 years old §  Brazilian §  Single §  High school

education

Key Traits: §  Positive attitude towards all religions. §  Active and approachable personality. §  Engaged to Brazilian brands and their

promotion. §  For her, happiness is only possible with

affection.

§  Salon owner §  Catholic

Digital Behavior: Heavy user of social media and all the time connected to her smartphone. Her smartphone is also a work tool. Her day-by-day life allows her to stay online and share content.

Story: She used to have a fair life in Brazil, but her restless personality and need of connection motivated her to come to US and try her life here. She has her own salon. She sees her salon as an opportunity to connect to people from different backgrounds and origins. She loves to help on spreading the news.

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§  Review terms. §  Review navigation to funnel strategy. §  Floating social media bar §  Responsive design. §  English and Spanish.

§  Start a blog. §  Create content to each persona. §  Use blog as cornerstone for content

publishing.

§  Consider creation of profile for SEO purposes.

Blog

• Frequency: weekly • Topics: Education with

affection.

FB

• Frequency: every 2 days

• Topics: Adjust blog content to FB format.

You Tube

• Frequency: once a month

• Topics: “How to” (conscious nutrition)

Blog

• Frequency: once month • Topics: Before and After LGW – development of LGW communities.

FB

• Frequency: once a week • Topics: Adjust blog content.

You Tube

• Frequency: once a month • Topics: Series "A Latin America to be proud of" (best practices in social responsibility around Latin America countries).

Blog

• Frequency: once a month

• Topics: Famous volunteers of the world.

FB

• Frequency: daily • Topics: Portraits of Blue

Ambassadors Before and after a volunteer trip.

You Tube

• Frequency: once a month

• Topics: Testimonials of Blue Heart Ambassadors.

Blog

• Frequency: once month

• Topics: LGW enhancing Brazil culture all over the world.

FB

• Frequency: every 2 days

• Topics: Comments of famous people in Brazil about LGW work.

You Tube

• Frequency: once a month

• Topics: Messages of LGW's kids to American-Brazilians living in US.

Month 1 • Develop a content plan

Month 2

• Curate a list of influential bloggers • Reach the influence for opinions • Launch an award and send it to the influential

Month 3

• Info graphic covering the education methodology • Video about how to prevent bullying in the US

Month 4 • Release an e-book to teach you how to change your life

Month 5 • A Blog Contest: How affection can change the World?

Month 6

• Promote a meet-up at his unit in Newark-NJ to further involve influencers to the organization’s mission

Content creation and link building

Paid Search

Awareness

Research

Decision

Unbranded (New York, New Jersey)

Branded (Nation-wide)

•  Charity •  Non-profit •  Volunteer •  Donation

•  Child support •  Anti-violence project •  Education program •  Cancer screening •  Colon Check •  Volunteer opportunity

•  Legion of Good Will

Ad groups Search volume (monthly)

Charity 1080

Non-profit 2020

Volunteer 11360

Donation 250

Child support 30870

Anti-violence project 880

Education program 1230

Cancer screening 100

Colon Check 1810

Volunteer opportunity 2220

Total 51820

Negative keywords

Paid job

Profitable

For profit

Cancer treatment

Car donation

Branded keywords

Legion of good will school

Legion of good will health

Legion of good will donation

Legion of good will volunteer

Legion of good will support

Charity  In  New  York  www.legionofgoodwill.org  Help  &  Support  Child  Educa)on  Volunteer  or  Donate  Today!  

Volunteer  In  Jersey  www.legionofgoodwill.org/volunteer  Support  Families  In  Hunger  &  Poverty  Join  Our  Cause  Today!  

Child  Educa)on  NY  www.legionofgoodwill.org/educa)on  Help  &  Support  Child  Educa)on  Know  More  About  Us  &  Join  Us  Today!  

Support  An)-­‐violence  NY  www.legionofgoodwill.org/educa)on  Support  An)-­‐violence  Educa)on  Know  More  About  Us  &  Join  Us  Today!  

Projected Result

YEAR of 2014

GOALS | PROJECTED RESULTS

noodles

LEGIONOFGOODWILL..ORG  

KPIs METRICS

FREQUENCY Visits 7,000

TRAFFIC Pageviews 25,000

RETENTION Pages/Visit 4

RETENTION Bounce rate 50%

RETENTION Avg. Visit Duration 00:03:00

RETENTION Page Rank 5/10

AUTHORITY Backlinks 500

FOLLOWERS Likes 6,000

thank you